Contents Page jones + jones jones + jones Overview………….........................................................................................................................2 Clothing for stylish women........................................................................................................2 Unique and Innovative...............................................................................................................2 The Objectives Mission………….............................................................................................................................4 Keys to Success…………................................................................................................................4 Objectives………….........................................................................................................................4 Online Shopping Market Research Development of online…………....................................................................................................8 Innovations and Mobile Technology…………..............................................................................8 The Problem The Issues The issues they face………….......................................................................................................12 The Big Idea The Plan of Action Navigability…………...................................................................................................................16 Break down of New Layout…………..........................................................................................18 E-relationships and Personalization…………............................................................................24 Growth in Search Engines…………............................................................................................26 Mobile Technology…………........................................................................................................26 Integrated Design………….........................................................................................................28 Customer Commitment………….................................................................................................30 The Success The Success of Development Measurability…………................................................................................................................34 Agreement and Approval Voice of reseason………..............................................................................................................36 Deliberations and Developments Limitations…………....................................................................................................................38
jones + jones edgy, directional, strong, feminine
Overall Impact and Growth…………...........................................................................................38
jones + jones edgy, directional, strong, feminine
Overview jones + jones, is a online fashion boutique which is affiliated with Topshop and Asos market place offering a small selection of their clothing. The clothing is designed by the Jones sisters who gain their inspiration from combining their love of the street trends in London with the opulence of the South of France. All the garments are designed and produced in their UK studies which allow them to create the latest trends in a short space of time in keeping with the ‘fast fashion’ demand of the 21st century consumer.
Clothing for stylish women jones + jones are a fashion forward brand who believe they are the up and coming brand to look out for. They state that their designs are feminine, sexy, and sassy, inspired by a the classic looks of the 1940’s and 1950s, adding their own quirky, modern twist with the fabrics and tailoring.
Unique and Innovative jones + jones show a understanding of the 21st century consumer using Facebook and Twitter as a form of marketing and contact. Their current blog highlights the brands which they believe reflect them, the press releases which they are in, and their upcoming collections, creating a interaction between the consumer and the brand.
The Objectives To Brand Image
Mission •To showcase designs which are cutting-edge and prominent on the fashion scene •To create a web presence that is innovative and usable
Keys to Success •Showcasing a website which is edgy as well as feminine •Create a website which is easily accessible to all abilities •To maintain the website that is updated and current •To promote the brand to the target market •To provide women with a boutique that is innovative and unique •To generate buzz and sales through innovative marketing and services.
Objectives • To redesign the website making it clearer and more user friendly •To increase the development of the website only showcasing designs which are still in production • To create a strong online presence •To drive awareness and build sales through mentions in both print and online media
Online Shopping “Innovation is key and retailers and brands need to maximise online sales by selling clothes via social networking sites and using Facebook and Twitter to interact with consumers and improve their services. Despite rising Smartphone ownership particularly among young consumer, many fashion retailers have been slow to ensure they have mobile optimised websites and many have still not launched apps� – Tamara Sender, Senior Clothing and Fashion Analyst
Market Research Fashion Online
Development of online The online fashion market continues to grow, and has become an un-missable channel of distribution. In 2011, online sales accounted for 11% of clothing spending as consumer become more accustomed to purchasing online. Multichannel retailers have experienced a strong growth during the year, with retailers developing their online channels; it has opened brands to the global market. Social shopping has been one of the most recent developments as growing numbers of consumers have access to social networks such as Facebook and Twitter. Despite the rising Smartphone ownership - with 28% of adults having access to one (Mintel online fashion 2011) - many fashion brands have yet to optimise mobile websites and apps.
Innovations and Mobile Technology Fashion brands and retailers are now developing a strong online retail presence successful competing with single based e-retail stores. Fashion retailers are showing increased understanding of the importance of linked social network sites with their stores, for instance ASOS have launched discounts through their Facebook page which are only open to followers of their group. Companies in the fashion sector now have to use advanced technology - mobile apps and QR codes to engage with the younger consumer. Mobile technology is set to create the biggest drive in online spending as consumers become more confident with innovative technology. Mobile technology is set to bring new interaction between consumers and product which can use geographical targeting and cutting edge payment systems to create an easy and usable system, creating the most impulsive retail channel for the fashion sector. There is the potential for the sector to be one of the fastest growing forms of distribution. Mintel forecasts that the total online fashion market will grow by 45% reaching ÂŁ7 billion in 2015.
The Problem “A mistake is simply another way of doing things” – Katharine Graham
The Issues jones + jones Online
The issues they face E-store design is part of the retailing mix that helps the e-retailer to market their business generally and more specifically, to sell merchandise (Kalb 2004). The online scope for design is greater as it needs to cover all interactions a consumer has with the salesperson through the ease of the site. Additionally, areas like customer service and after sales care now have to be incorporated into the e-store design system.
Although they are a majority web based brand their website does not reflect this. With a poor and inconsistent layout ill reflecting of their image it does not drive the consumer from an intention state to a purchasing state reflecting in the sales of the store. Although their merchandise is sold within different online brands their web presence still needs to reflect one that is:-
edgy, directional, strong, feminine The issues they face
Navigability – the ease the consumer can move around the site
E-relationships through interactivity - reception of different information depending on form on contact – Facebook or online contact details
Enhancements through web atmospherics
Fulfillment and reliability for merchandise
Growth in search engine presence
Integrated approach to e-store design and blog
The Big Idea “Do not go where the path may lead, go instead where this is no path and leave a trail” – Ralph Waldo Emerson
The Plan of Action Online Development
Navigability When designing a web page there are 3 basic considerations: (1) market trends, (2) customer service, and (3) profitability (Tiernom 2000). Online shopping experiences should emulate as closely as possible a perfect shopping experience. The shopper should get to the destination desired with speed and ease (Tiernom 2000). The more similar the online experience is to the offline, the more likely a shopper will make a positive decision to buy (Solomon 2010). The online structure of the catalogue should be based around the way a shopper thinks. This means placing the merchandise into categorical section e.g. dresses, skirts, coats etc., simplifying the experience. Rather than the shopper having to locate the merchandise they are given the location, eliminating issues that interfere with online shopping. Offering a simple layout allows all users the chance to access information and merchandise with comfort. Fewer than 10% of new visitors make a purchase (jones + jones 2012); due to the combination of technical issues and poor design, coupled with inadequate information, hampering the online shopper. The new design will be based on customer orientation. Site design offers different levels of experience and familiarity amongst its audience including familiarity with the web, the organization, and its merchandise.
Break down of New Layout
E-relationships and Personalization jones + jones online blog develops insight into the brand, enabling the customer to fully understand the brand, adding extra value. Customer Orientation creates competitive advantage (Chaffey and Smith 2008). Through personalization a customer can select the type of communication they receive from the company, as part of permissions marketing. Giving the consumer these options of communication, allows them the amount of contact they want with the brand creating a strong relationship. jones + jones have to integrate the information they provide through each of the channels. Currently the communications between the online store and Facebook are unbeneficial; with both relaying different information leading to frustration for the customer and an un-trusted relationship with the brand. Successful brand relationships are built of trust and emotion, this is extremely important for a small brand, making communications integrate adding satisfaction, value and flow to and from the website helping customers to learn about features and benefits, choice of products and the enjoyment of after sales contact (Solomon 2010).
Enhancements and Aesthetics Website personality should reflect the image of the brand, jones + jones should demonstrate an edgy, directional, strong and feminine look. Currently the site is plan and an organized leading to an overall unprofessional looking site. First impressions are important, the visual design of the site is important for establishing trust, and setting the tone of future experiences. The design needs to create a balance between visual design and accessibility. The combination of colour used is important as they create a feeling around the site and brand, evoking different emotions for the consumer.
jones + jones have recently changed the colour scheme from black to white for a summer look. White space can increase the visual appeal of the page (Tiernom 2000), however with the poor display of merchandise being so prominent the visual appeal is decreased. The new site will remain white with pink accents reflecting the brand logo. Visual images will be enhanced creating a uniformed design reflecting the directional brand image. This design will be emulated by the blog so that all levels of the brand are integrated.
Growth in Search Engines Search engine marketing is arguably the most important digital marketing channel for customer acquisition. Consumers naturally turn to search engines when seeking a new product. Search engine optimization involves achieving the highest position of ranking in the listings of the search engine results page. Currently when you search jones + jones their webpage appears at the top of the rankings however their blog, Facebook page, and other sites that stock their clothing line are not available on the first page of search results. Optimizing this process will boost their position higher than their competitors, achieving higher levels of traffic to the site and their other channels of communication.
Mobile Technology Once a useable design has been put into action consumers will be able to access the webpage from their smart phones, allowing them access to their favourite brand where ever they may be. This concept can then be developed into an app which can be downloaded through the jones + jones site, making the purchase of clothing through their mobile even more assessable.
Online and mobile shopping is designed to offer consumers the chance to shop without a timeframe, something which jones + jones have yet to fully develop. The new design will allow consumers to purchase a garment with satisfaction with a search system that allows you to input the size and colour of the garment you are looking for and a fast paced check out system with the option to store card and address details. The simplicity of this will motivate consumers to make repeat purchases as the trust they build with the brand is developed through high service and innovation, the key motivators for the 21st century consumer. This concept can then be developed and integrated through the blog creating a separate app which allows consumers to receive updates from the blog directly to their phone so that they have constant access to the brand.
Integrated Design The blog should be closely integrated with the main site, with a strong template style reflecting the brand. Updating the blog and site is an important aspect of a successful online brand (Dennis et al 2004). Currently the website showcases designs which are no longer in production; this is a fundamental issue that needs to be addressed. Links to the blog should be clearly labelled, with article categories reflecting key phrases that are optimized on the main site. Integrating blog postings into e-newsletters not only conveys the main values and messages of the brand to the consumer, it draws existing consumers to blog generating higher levels of brand loyalty. Understanding the online market place and different portals in which a brand gains visibility is important to become a successful online store and brand.
Customer Commitment One of the biggest problems faced by online retailers is the commitment a consumer has to completing a purchase (Chaffey and Smith 2005). This is an issue for many retailers, as it means that consumers are searching for clothes online, adding them to either their basket or wish list but not complete the purchase process. This is down to the belief that consumers are uneasy with sizing differences and the option of delivery and returns prices (Mintel Oct 2011). jones + jones could encourage consumers to complete purchases by providing a reservation period based on the availability of the product. If the consumer is able to go away and think about the product and come back to it with ease, it will create a sense of loyalty and lead them to a purchase state of mind. While the consumer is going through the reservation period email reminders can be sent to let them know that that garment is still waiting for them, as well as the current availability of the product, if the consumer is aware that to garment is down to the final three they will be more likely to purchase so that they avoid the risk of losing out. One of the major reasons consumers do not commit to buy is down to poor layout whether it be in store or online, if the flow of the store is in adherent and unusable the consumer will be put off. The difficulties that any retailer faces can all be established and emended accordingly and this is no different for an online retail environment. Making sure that the web design is useable, clear, vibrate, attractive and most importantly fitting with the brand image, is essential to establish a strong online presence that will create a bond between the retailer and consumer.
The Success “Develop success from failures. Discouragement and failure are two of the surest stepping stones to success.� - Dale Carnegie
The Success of Development The ‘New’ You
Measurability These changes will lead to a rise in unique visitors, and see a higher per cent increase in conversion rate either through the number of people who subscribe to the brand and those converted into customers.
Agreement and Approval The voice of reason “jones + jones, is a vibrant up and coming brand with style and flare. This was not represented in their previous website. I believe these changes will be extremely beneficial to the brand and Topshop, having a strong link between the two will generate traffic between the two stores, integrating the brand and its stockers to a higher level.” - Laura Day, Topshop Manger Cambridge
“ I think these developments will allow jones and jones to grow as a brand. Currently one of the main issues is they face is the lack of stock and still displaying stock which is no longer in production. This has discouraged me from purchasing from the site before. I feel that these changes will be truly helpful and establish a strong brand presence in a continuing development of online fashion” – Sarah Wright, Customer at jones + jones
“I have purchased jones + jones dresses through Topshop before and I loved them, however when I went on their website I felt totally let down by the brand and did not feel they portrayed the image they are meant to represent, with out of date stock and a unclear format it stopped me purchasing from them and I went back to Topshop. I think these suggestions are well justified and should be implemented by jones + jones immediately so they do not lose out on any more custom.” Hayley Welton, Customer at Topshop
-
Deliberations and Developments The Future brand
Limitations
Overall Impact and Growth The changes will allow the brand to develop as the drive for online retailing grows. Keeping a website up to date is the easiest forms of revitalizing a brand. As new innovate forms of digital display and marketing are developed, jones + jones will have the essential systems of design and integration to instigate them without affecting the brand image. In the future the online web page can be developed into a mobile compatible version, with smart phone technology continuously emerging it will be essential for jones + jones to implement this so that they are constantly available to the global technologist of the fashion community.
References The Details Chaffey, D (2006). Total E-Mail Marketing. Burlington: ButterworthHeinemann. Chaffey,D and Smith, P (2005). Emarketing Excellence. Burlington: Elsevier. 149- 210. Chaffey,D and Smith, P (2005). Emarketing Excellence:Planning And Optimizing Your Digital Marketing. Burlington: Elsevier. 149- 210. Dennis, C. Fenech, T. and Merrilees, B. (2004). E-retailing. Oxon: Routledge. 55-76. jonesandjones. (2012). Jones and Jones Website. Available: http://www.jonesandjonesfashion.com/. Last accessed 5th Feb 2012. Kalb, I. (2004) E-Marketing - What went wrong and how to make it right. London: K & A Press. Mintel. (2011). Clothing Retailing - UK - October 2011. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/sho w&/display/id=545205. Last accessed 23rd Feb 2012. Mintel. (2012). Fashion Online - UK - March 2012. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/sho w&/display/id=545205. Last accessed 7th Mar 2012. Salomon, D (2010). Elements of Computer Security. California: Springer. B, Tiernan (2000). E-tailing. Dunfermline: Better World Book Ltd.